Create remarketing list via Adwords API

[Grigoris Giakas]

Hello,

I am looking to create a Remarketing List automatically via Adwords API.

The use case is the following:

1. When I define an Audience segment in my platform, I want the segment to be available in Google Ads Account for Remarketing.

2. As soon as a user is qualified for a certain segment I want the users added to the RLSA.

Is the Adwords API used for this?

Thanks in advance,

Greg

[Google Ads API Forum Advisor Prod]

Hi Grigoris,

Thank you for reaching out. Please see here for more information on creating user lists in AdWords API. I'm not exactly sure what your criteria is for a user being in a user list, but it sounds like you might be interested in a Rule-based user list. This allows you to add a user to your list when they perform some remarketing action on your site.

The other available user list types are listed here.

Regards,
Mitchell
Google Ads API Team

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[Grigoris Giakas]

Thanks Mitchell,

I am using a DMP where I have audience segments defined based on site visitor behaviour. These segments I want to be created in Google Ads to run Remarketing campaigns.

Example: My DMP segment "Male Cart Abandoners, over 65yo, needs to be created in Google Ads in order to have remarking ads on these visitors.

The goal is to have these segments created automatically when I define them in my DMP tool. Are Rule-Based user list going to help me achieve this?

Kind Regards 

Grigoris

[Google Ads API Forum Advisor Prod]

Hi Grigoris,

Can you provide some additional information on the DMPs? Are these through Google Ad Manager or are they from a third party? I don't believe they can be used to create user lists in AdWords API and you would need to instead create a remarketing tag with these rules to create your rule based user list.

[Grigoris Giakas]

Hi Mitchell,

I have created some segments from a third party DMP, therefore I am looking to create a Remarketing List for Search Ads in Google Ads only with the profiles that include this segment.

1) One approach I thought it might work would be to fire the Remarketing Tag based on a rule as soon as the user lands on my website (If user belongs to segment = abc, then fire the remarketing pixel).

2) An alternative - but I do not find enough information in Adwords API - would be to import the users to create Google Ads Remarking Audiences (similar to CRM data). Is this functionality provided by Google Ads API under certain circumstances?

Just to highlight that the above applies only to users who provided consent to us for these actions.

Do you see any issue with the above options I am exploring?

Kind Regards,

Grigoris

[Google Ads API Forum Advisor Prod]

Hi Grigoris,

For your 1st option, it looks like you should be able to create a custom remarketing tag for this. For more information about that, I would recommend reaching out to the Google Ads Product Team here as they will be more equipped to assist you.

For your second option, if you are able to get the list of users (email address or address) from the segment, you can upload them as a Customer Match user list.

One other option I can think of is creating two separate user lists, a Basic user list for cart abandoners (defined as a conversion action) and a Rule-based user list for members over 65. Then, as explained here, create a Multiple user list where you AND those 2 lists together.

[Grigoris Giakas]

Hello, 

We have two more questions on this topic:

What is the bulk upload API so that we can upload our users to Google (referred https://developers.google.com/adwords/api/docs/guides/remarketing?hl=de#customer_match_with_email_address_address_or_user_id) ?

The DMP that we use is already integrated with GAM and DV360, is it possible to use the cookie syncs through this channel and then export the audiences to Google Ads?

Kind regards

Grigoris

[Google Ads API Forum Advisor Prod]

Hi Grigoris,

For your first question, you should make a mutateMembers call to the AdWordsUserListService. You specify all of the users you want to add in the members list. This will bulk upload all of the members.

If those audiences are saved in a CRM with one of the key types listed here, then you should be able to use those audiences in this scenario.